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I've worked with Corporate Ink for 7 years – at two companies. I've seen again and again how the team drives meaningful coverage that accelerates our sales process. Smart PR makes a difference: Our prospects know who we are, and the value we deliver – and that's the best door-opener I can think of. "

Tom Bauer
Senior Vice President

SoBran, Inc.

Pango

Being Heard in a Noisy Market

PanGo Networks’ applied a new take on an established technology for a new market. Its advanced location management platform tracks high-value assets (primarily in hospitals); a strategy long used in manufacturing.

Challenge

We faced a crowded market with look-alike competitors, and a customer base that needed to be convinced. The technology was still being proven in the health care sector, and visionary customers were few and far between. A product delay added pressure to drive coverage and sales support, when announcements were lacking.

The team knew we could do it; we’d worked together before. We also beat 14 other firms initially considered for the work.

Our goals: Significantly raise the company’s profile – getting out ahead of the other players in the space, gaining recognition for the impressive technology and solid customer base, and help carve out a new market for location management in healthcare environments by tapping industry analysts to validate the market, and positioning PanGo’s experienced executive team as thought leaders.

Strategy and Tactics

We signed on six weeks before the biggest healthcare-IT event of the year, and landed more than 10 briefings – even though the company didn’t have any news. The result: a sweep of follow-on coverage, setting the pace for a hard-driving campaign to follow.

We continued to make news, with a mix of company, customer and technology announcements that put PanGo firmly in the lead. Tapping well-known partners gave PanGo added impact. However, competitors were also partnering with these companies, so we had to be extremely aggressive, getting our press releases announcing the partnerships out first, and quickly calling key reporters, before they heard the same news from someone else.

Results

The company was firmly in the lead within the first six months. The initial flood of coverage – more than 30 pieces – told the market loudly and clearly that PanGo was a force to be reckoned with. PanGo was acquired in early 2007.